Latest Podcast



Featured Articles

Monday, April 29, 2013

Mobile has made footfall an irrelevant measure, says Tradedoubler research

New research from marketing business Tradedoubler suggests that footfall is no longer a useful measure of retail success. It’s found that consumers are often seeing products in-store and then using their mobile phones to check for cheaper pricing elsewhere.

The new Tradedoubler Performance Marketing study involved ‘connected consumers’ in the UK, France, Germany, Italy, Netherland, Spain, Sweden and Poland who owned a smartphone and shopped online at least monthly.

92% of connected consumers checked for price reductions via websites and apps - including price comparison sites, loyalty schemes, voucher codes and cashback sites - when researching what to buy, rather than browsing on the high street.

60% used their smartphones when out shopping, with three-quarters of these people using their phone to find information about in-store products. Over two-thirds were checking for a better price elsewhere, with 60% going home to purchase the product online.

Dan Cohen, Regional Director for Tradedoubler, said “This is a wake-up call for marketers and high street retailers. Retailers’ traditional metric - footfall - is now an irrelevant indicator of retail success and they need to embrace performance marketing strategies now that 51% of mobile shoppers are searching for vouchers or discounts for products they have seen in-store and 44% are using vouchers sent to their mobile. Retailers need defensive and offensive strategies to protect and grow their revenues and indeed, to even remain relevant in this intense multichannel world.”

The research from Tradedoubler, which is best known for its affiliate marketing programmes, also suggests that Performance Marketing channels generate their own customer loyalty. Over a quarter of customers make additional purchases every month after receiving emails from Performance Marketing sites.

Print
Author: The Fonecast
2 Comments
Rate this article:
No rating

Categories: Retailing, Applications, NewsNumber of views: 17078

Tags: research voucher marketing tradedoubler

2 comments on article "Mobile has made footfall an irrelevant measure, says Tradedoubler research"

1
0
Avatar image

Mike MacMillan

4/30/2013 2:41 AM

What a load of ... What was the sample size 1000 people. My team have watched millions of store visits and we are coding the actual use of the mobile actually "at the touch point" in store and these figures expressed here just dont stack up. Firstly this is highly product, category and brand centric not as broad as presented. Secondly the mobile as tracked in store normally uses app feedback or WiFi or bluetooth mac address pings. Footfall counters and video based shopper tracking account for 90+ percent of the shoppers and cam detect actual behaviour not surveys - basically what DID they do not what they SAID they did.

FootFall counters allow retailers to measure shopper trends to ensure they are comverting the sale and have enough staff to shoppers... Otherwise the sales will be made on line. Maybe that is what these guys want. Poor research for mine and blanket statements.


0
0
Avatar image

Mark

4/30/2013 9:13 PM

Just checked: the sample size was 2,500 people across 8 countries.

Leave a comment

This form collects your name, email, IP address and content so that we can keep track of the comments placed on the website. For more info check our Privacy Policy and Terms Of Use where you will get more info on where, how and why we store your data.
Add comment

Opinion Articles

How AI technology is transforming the smartphone experience

How AI technology is transforming the smartphone experience

From improved performance to personalized recommendations, AI is enhancing the functionality and usability of smartphones for users

By incorporating advanced algorithms and machine learning capabilities, AI can help to optimize a smartphone's performance, providing users with a faster, more efficient and user-friendly experience.
Author: The Fonecast
0 Comments
Article rating: No rating
Whatever happened to all my tech?

Whatever happened to all my tech?

Mark Bridge revisits his mobile technology reviews

Mark Bridge writes:

I've been taking a look back at the devices I've written about during the past few years. Some are still faithful companions, others... well, let's just say my faith was misplaced.
Author: The Fonecast
0 Comments
Article rating: No rating

Predictions for 2016: Network Function Virtualisation, 4G throttling and video calling

Mark Windle, head of marketing at OpenCloud, predicts that this year’s reduction in the number of traditional telecoms operators in some countries will provide an opportunity for other operators to innovate and capture market share in 2016.

He says next year will be a year of rapid change for telecoms… whether it’s MVNO disruption, competitive tariff pricing or simply defence from the ‘dark art’ of hacking.

Author: The Fonecast
0 Comments
Article rating: No rating
Kapture review: the audio-recording wristband

Kapture review: the audio-recording wristband

A 'recording watch' that links to your smartphone

Mark Bridge writes:

The most memorable moments in life often go unrecorded. You don't have your camera in your hands. Your finger is still hovering over the 'pause' button on your audio recorder. Or you were simply too busy experiencing whatever was happening. It's all about the one that got away.

That's where Kapture can help.

Author: The Fonecast
4 Comments
Article rating: 4.0
Making mobile websites work better

Making mobile websites work better

Device detection and responsive design explained

Mark Bridge writes:

James Rosewell shows me a colourful roll of paper that's the width of an iPhone but well over three metres long. When I look closer, I can see it's a printed copy of the Wall Street Journal's mobile website. That's a lot of scrolling to do... and a pretty unfriendly user experience for anyone reading the news online. Why does it work so badly?

Author: The Fonecast
1 Comments
Article rating: 4.0
RSS
12345678910Last

Recent Podcasts

Bring Your Own Device: A Faustian Pact? (part 1)

Podcast - 18th April 2013

This programme was recorded at the April 2013 meeting of Mobile Monday London, where a panel of experts discussed the topic 'BYOD: A Faustian Pact?'

The panel was chaired by David Rogers of Copper Horse Security. His panellists were Caroline Maloney from Telefonica, Charles Brookson of Azenby, David Arnold from BlackBerry and Gemma Coles from Mubaloo.

Author: The Fonecast
0 Comments
Article rating: No rating

App investigations, call charge changes, malware, mobile ads and more

Podcast - 17th April 2013

In our 30-minute podcast this week we're talking about the OFT's app investigation, Ofcom's plans for premium rate calls and the growth of Android malware.

We also discuss Microsoft's complaint about Google, an increase in mobile advertising and 'hacking' aircraft navigation using a smartphone.

Author: The Fonecast
0 Comments
Article rating: No rating

Facebook goes home, BBM Music goes silent and HTC profits go down

Podcast - 10th April 2013

We start this week's podcast by talking about Facebook Home, the new Android-based service from the social network.

We then move on to discuss quarterly figures, a departure at HP, a mobile acquisition for Cisco, some WiFi research, the end of BBM Music... and much more.

Author: The Fonecast
0 Comments
Article rating: No rating

Ofcom complaints, BlackBerry results, 4G rollout and maybe a Facebook phone

Podcast - 3rd April 2013

In this week's podcast news report we're talking about quarterly results from BlackBerry and Three UK, we're discussing the latest network complaints data from Ofcom and we're contemplating the arrival of a new Facebook phone.

There's also time to discuss EE's UK 4G rollout, a dramatic move from T-Mobile USA and a train ticket app from O2.

Author: The Fonecast
0 Comments
Article rating: No rating

Where next for mobile music?

Podcast - 2nd April 2013

Music is a fundamental part of our lives, yet the vinyl record and the CD are increasingly formats of the past. The rise of digital music has been exponential and mobile is firmly part of that picture.

So where is this all going... and how on earth do you make any money from it?

Author: The Fonecast
0 Comments
Article rating: No rating
RSS
First1920212224262728Last

Follow thefonecast.com

Twitter @TheFonecast RSS podcast feed
Find us on Facebook Subscribe free via iTunes

Archive Calendar

«November 2024»
MonTueWedThuFriSatSun
28293031123
45678910
11121314151617
18192021222324
2526272829301
2345678

Archive

Terms Of Use | Privacy Statement